Abstract

The aim of the study was to determine how digital platforms shaped new cultural identities and became a space of global cultural transformations. The methodology was based on a qualitative approach using discourse analysis, case study, and comparative analysis. The research considered examples of digital identity (virtual avatars, memes, biographical practices), the functioning of virtual communities (diaspora groups, open communication platforms, communities of practice), and global cultural trends that emerged on social media. The results established that digital identities were formed through the combination of individual self-presentation and algorithmically generated data, creating multidimensional representations that differed from offline personalities but had social significance. The phenomenon of multicultural hybridity was identified, manifested in the combination of linguistic codes, content stylistics, and symbolic markers from different cultural contexts. It was demonstrated that virtual communities performed the functions of transcultural contact: diaspora groups preserved and adapted traditions, open communication platforms contributed to the creation of collective narratives, and professional and academic networks ensured collective knowledge and cooperation in multicultural environments. It was established that global cultural trends such as That Girl, Italian Brainrot and Aura Farming spread through algorithmic amplification and mass user replication, rapidly transcending local contexts and gaining worldwide circulation. The practical significance of the study was that the results could be used for the development of strategies of digital cultural policy, educational programmes on media literacy and intercultural communication, as well as for further investigation of the long-term effects of digital trends on the processes of identity and cultural memory

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